Content-modification system with transmission delay-based feature

ABSTRACT

In one aspect, a method includes determining a content-transmission delay between a content-distribution system and a content-presentation device. The method also includes using at least the determined content-transmission delay as a basis to select, from among a plurality of reference fingerprint data sets, a reference fingerprint data set that corresponds with the determined content-transmission delay. The method also includes transmitting to the content-presentation device, the selected reference fingerprint data set that corresponds with the determined content-transmission delay to facilitate the content-presentation device detecting a match between query fingerprint data representing content received by the content-presentation device and at least a portion of reference fingerprint data in the transmitted reference fingerprint data set.

RELATED DISCLOSURES

This disclosure claims priority to U.S. Provisional Pat. App. No.62/846,405 filed May 10, 2019, which is hereby incorporated by referenceherein in its entirety.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method includes determining a content-transmissiondelay between a content-distribution system and a content-presentationdevice. The method also includes using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay. Themethod also includes transmitting to the content-presentation device,the selected reference fingerprint data set that corresponds with thedetermined content-transmission delay to facilitate thecontent-presentation device detecting a match between query fingerprintdata representing content received by the content-presentation deviceand at least a portion of reference fingerprint data in the transmittedreference fingerprint data set.

In another aspect, a non-transitory computer-readable storage medium hasstored thereon program instructions that, upon execution by a processor,cause performance of a set of operations. The set of operations includesdetermining a content-transmission delay between a content-distributionsystem and a content-presentation device. The set of operations alsoincludes using at least the determined content-transmission delay as abasis to select, from among a plurality of reference fingerprint datasets, a reference fingerprint data set that corresponds with thedetermined content-transmission delay. The set of operations alsoincludes transmitting to the content-presentation device, the selectedreference fingerprint data set that corresponds with the determinedcontent-transmission delay to facilitate the content-presentation devicedetecting a match between query fingerprint data representing contentreceived by the content-presentation device and at least a portion ofreference fingerprint data in the transmitted reference fingerprint dataset.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations. The set of operations includesdetermining a content-transmission delay between a content-distributionsystem and a content-presentation device. The set of operations alsoincludes using at least the determined content-transmission delay as abasis to select, from among a plurality of reference fingerprint datasets, a reference fingerprint data set that corresponds with thedetermined content-transmission delay. The set of operations alsoincludes transmitting to the content-presentation device, the selectedreference fingerprint data set that corresponds with the determinedcontent-transmission delay to facilitate the content-presentation devicedetecting a match between query fingerprint data representing contentreceived by the content-presentation device and at least a portion ofreference fingerprint data in the transmitted reference fingerprint dataset.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

FIG. 6 is a flow chart of an example method.

FIG. 7 is a flow chart of an example method.

DETAILED DESCRIPTION I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

To help prepare and provide modified content for an end-user, componentsof the disclosed content-modification system can perform fingerprintingon content accessed at various points within the content-modificationsystem, thereby generating fingerprint data that represents the accessedcontent. For example, a content-distribution system can access andfingerprint content upstream (e.g., content that thecontent-distribution system is or will soon transmit over a channel)and/or the content-presentation device can access and fingerprintcontent farther downstream (e.g., content received by thecontent-presentation device). The content-modification system cancompare fingerprint data to detect matches between them, which can helpthe content-modification system identify where within a linear sequenceof content segments to make a modification, such as where to placetargeted content. Further, in scenarios where the channel on which thecontent-presentation device is receiving content is unknown, fingerprintmatching can be used to identify the channel. Once the channel isidentified, the content-modification system can identify an upcomingcontent modification opportunity within the linear sequence of contentsegments on the identified channel.

In practice, fingerprint matching and channel identification can beperformed by a fingerprint-matching server of the disclosedcontent-modification system. By way of example, the fingerprint-matchingserver can receive, from one or more content-distribution systems,reference fingerprint data representing content being transmitted on anidentified channel (e.g., a channel identified by metadata associatedwith the content being transmitted) and can also receive queryfingerprint data representing content being received and/or output bythe content-presentation device on an unidentified channel. As such, thefingerprint-matching server can compare the reference fingerprint datawith query fingerprint data to determine whether there is a match. Thematch between the query fingerprint data and particular referencefingerprint data can enable the fingerprint-matching server to identifythe channel.

However, when the fingerprint-matching server does not know the channelon which the content represented by the query fingerprint data is beingreceived and/or output, the fingerprint-matching server might need tomake comparisons to numerous (e.g., hundreds) of reference fingerprintdata sets associated with numerous different channels until a match isdetected and the channel is identified. This can be a time consumingprocess and, in some instances, can require a large amount of thefingerprint-matching server's memory and processing power to store andprocess the reference fingerprint data sets. Furthermore, when anend-user changes channels, especially at a high frequency, thefingerprint-matching server often needs to repeat this process for thenew channel, thereby resulting in even more processing power and timedelays in the fingerprint-matching server identifying new channels.

The present disclosure provides methods and systems that improve thefingerprint matching process, namely by having the content-presentationdevice locally perform fingerprint matching and channel identification,and by reducing the amount of reference fingerprint data sets that thecontent-presentation device stores and considers during the matchingprocess. In particular, the disclosed methods and systems can involvethe fingerprint-matching server determining a content-transmission delaybetween a content-distribution system (e.g., a television-broadcaststation) and the content-presentation device and using the determinedcontent-transmission delay as a basis for selecting, from among aplurality of reference fingerprint data sets, a particular referencefingerprint data set that corresponds to the determinedcontent-transmission delay. The fingerprint-matching server can thentransmit the selected reference fingerprint data set to thecontent-presentation device so that the content-presentation device canthen compare the query fingerprint data with at least a portion ofreference fingerprint data from the transmitted reference fingerprintdata set to detect a match. And in response to detecting a match, thecontent-presentation device can perform an action, such as identifyingthe channel on which the content-presentation device is presenting orreceiving the content that the query fingerprint data represents and/oranother action that facilitates the content-presentation deviceperforming a content-modification operation.

As a result of having the content-presentation device locally performfingerprint matching and channel identification, the computationalstress placed on the fingerprint-matching server can be relieved.Furthermore, by using content-transmission delay as a basis forselecting a corresponding reference fingerprint data set, the amount ofreference fingerprint data sets that the fingerprint-matching serversends to the content-presentation device to store and consider in thematching process can be reduced. And reducing the amount of referencefingerprint data sets in this manner effectively reduces the number ofchannels the content-presentation device considers in identifying thechannel on which the content-presentation device is receiving and/oroutputting content. This can help minimize the amount of memory andprocessing power needed by the content-presentation device to storereference fingerprint data sets and identify the channel. By contrast,without being more selective about which fingerprint data sets should besent to the content-presentation device, the content-presentation devicemight need to store and consider numerous (e.g., hundreds or thousands)of reference fingerprint data sets, thereby requiring a large amount ofmemory and processing power.

In practice, the content-transmission delay between acontent-distribution system and a particular content-presentation deviceon one channel is often approximately the same for a majority or all ofthe other channels on which content is being broadcast to thecontent-presentation device, and so when an end-user changes channels,the new channel to which the end-user changes typically hasapproximately the same or the same content-transmission delay as theprevious channel. As such, the new channel can be one of the number ofchannels represented by the reference fingerprint data sets that havebeen selected based on the content-transmission delay between thecontent-distribution system and the content-presentation device. Thus,reducing the amount of reference fingerprint data sets as describedabove can also reduce the amount of processing power and time needed bythe content-presentation device to identify the channel in scenarioswhen an end-user changes the channel and/or is changing the channel at ahigh frequency, thereby enabling the content-modification system to morequickly identify content modification opportunities on the currentchannel.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1.

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2.

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3.As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A302-A, followed by an AD SEGMENT B 302-B, followed by AD SEGMENT C302-C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3. In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A 304-A, followed by theAD SEGMENT B 304-B, followed by the AD SEGMENT C 302-C.

In FIG. 3, the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3. As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A 306-A, followed by the ADSEGMENT D 306-D (which replaced the AD SEGMENT B 304-B), followed by ADSEGMENT C 306-C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay, on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3. As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A 308-A, followed bythe AD SEGMENT B′ 308-B′ (which is the AD SEGMENT B 304-B modified withoverlay content), followed by AD SEGMENT C 308-C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3.

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3.

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3.Note that FIG. 3 is for illustration purposes and is not necessarily toscale at least with respect to time. In practice, the actual amount ofcontent-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3.In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT 322 shownin FIG. 3.

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT 322 is included within the THIRD CONTENT 320, as shownin FIG. 3, and therefore can identify an upcoming content modificationopportunity.

As noted above, the fingerprint-matching server 106 can generate thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3.

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3, the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A 304-A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3, it can be desirable for the content-presentation 104 device toreplace at least a portion of the AD SEGMENT B 304-B with at least aportion of a different advertisement segment that is perhaps moretargeted to the end-user. As another example, it can be desirable forthe content-presentation device 104 to overlay on at least a portion ofthe AD SEGMENT B 304-B, overlay content that enhances at least a portionof the AD SEGMENT B 304-B in a way that is again perhaps more targetedto the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-distribution system 102 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The fingerprint-matchingserver 106 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3.

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the third fifthfingerprint data, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3.

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720p or 1080p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3, byperforming a content replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B 302-B with the AD SEGMENT B304-B. As a result, rather than outputting for presentation the RECEIPTSEQUENCE 304, the content-presentation device can instead output forpresentation the FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content-overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3, byperforming a content overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B 302-B, therebymodifying it to AD SEGMENT B 304-B′. As a result, rather than outputtingfor presentation the RECEIPT SEQUENCE 304, the content-presentationdevice can instead output for presentation the SECOND MODIFIED SEQUENCE308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to Using a Content-Transmission Delay-BasedSelection of Reference Fingerprint Data Sets

As discussed above, when the channel on which content is received by thecontent-presentation device is unidentified, the fingerprint-matchingserver 106 might need to make numerous cold match attempts between (i)the query fingerprint data representing such content and (ii) a largeamount of reference fingerprint data sets, to determine whether thequery fingerprint data matches at least a portion of any of thereference fingerprint data sets. To facilitate this, thefingerprint-matching server 106 might need to access (e.g., receive fromthe content-distribution system 102), and in some cases store in memory,many different reference fingerprint data sets, each representing adifferent one or more respective instances of content being transmittedby content-distribution systems on one or more respective channels.These numerous cold matching attempts can be time consuming, and in somecases, also computationally expensive for the fingerprint-matchingserver 106 in terms of memory and/or processing power. The time takenand computational expense can be even greater in scenarios where anend-user is frequently changing channels.

Thus, the disclosed methods and systems advantageously reduce the burdenon the fingerprint-matching server 106 by having thecontent-presentation device 104 perform fingerprint matching and channelidentification. Additionally, in accordance with the disclosed methodsand systems, the fingerprint-matching server 106 can be configured toperform and/or can perform one or more acts to reduce the amount ofreference fingerprint data sets stored and used by thecontent-presentation device 104 for the cold match attempts that thecontent-presentation device 104 performs to identify the channel. As aresult, the number of cold match attempts can be reduced, and the amountof time, memory, and processing power needed by the content-presentationdevice 104 for the fingerprint matching process can be reduced.Furthermore, because the content-presentation device 104 is more quicklyidentifying the channel, the content-presentation device 104 can morequickly transmit an indication of the identified channel to thefingerprint-matching server 106, thereby speeding up the remainder ofthe process for the content-modification system 100 identifying, and thecontent-presentation device 104 acting on, content modificationopportunities on the identified channel.

The fingerprint-matching server 106 can determine a content-transmissiondelay between the content-distribution system 102 and thecontent-presentation device 104. The act of determining thecontent-transmission delay can involve determining thecontent-transmission delay between the content-distribution system 102and the content-presentation device 104 as a difference between atransmission-time stamp of content transmitted by thecontent-distribution system 102 and a receipt-time stamp of the samecontent received by the content-presentation device 104. For example,the transmitted content can be the first content and the receivedcontent can be the second content, where the second content is the sameas the first content. As such, the transmission-time stamp can be thetransmission-time stamp included in the first metadata discussed aboveand the receipt-time stamp can be the receipt-time stamp included in thesecond metadata discussed above. In alternative embodiments, such asthose where other points in time are determined to be the point oftransmission of the first content and/or the point of receipt of thesecond content, other time stamps can be determined and used indetermining the content-transmission delay.

The act of determining the content-transmission delay can take otherforms as well. For example, the act of determining thecontent-transmission delay can involve identifying one or moreparticular types of information, such as information associated with thecontent-presentation device 104, and mapping the identified informationto the content-transmission delay. To facilitate this, thefingerprint-matching server 106 can store in memory, and/or receive fromother devices within or outside of the content-modification system 100that store in memory, mapping data (e.g., a table) that maps one or moredifferent types of information associated with the content-presentationdevice 104 with a respective content-transmission delay. This mappingdata is referred to herein as “first mapping data.”

For example, the fingerprint-matching server 106 can identify a deviceidentifier of the content-presentation device 104 and, using the firstmapping data, map the identified device identifier to thecontent-transmission delay. As noted above, the fingerprint-matchingserver 106 can determine the device identifier in various ways, such asby receiving it from the content-presentation device 104, and/or byreceiving other data from the content-presentation device 104 and usingother mapping data to map the received data to determine the deviceidentifier.

As another example, the fingerprint-matching server 106 can identify anIP address of the content-presentation device 104 and, using the firstmapping data, map the identified IP address to the content-transmissiondelay. The fingerprint-matching server 106 can determine the IP addressin various ways, such as by receiving it from the content-presentationdevice 104 or other device within or outside the content-modificationsystem 100, and/or by receiving other data from the content-presentationdevice 104 or other device and using other mapping data to map thereceived data to determine the IP address.

As another example, the fingerprint-matching server 106 can identifycontent that is currently being, has been previously, and/or isscheduled to be presented on the content-presentation device 104, and,using the first mapping data, map the identified content to thecontent-transmission delay. The fingerprint-matching server 106 candetermine the content identifier in various ways, such as by receivingit from the content-presentation device 104 or other device within oroutside the content-modification system 100, and/or by receiving otherdata from the content-presentation device 104 or other device and usingother mapping data to map the received data to determine the contentidentifier. In some examples, the content identifier can be, or beincluded as part of, the metadata that the fingerprint-matching server106 can receive from the content-distribution system 102, thecontent-management system 108, and/or other devices within thecontent-modification system 100. For instance, the content identifiercan be, include, or be included as part of a content segment identifier,program identifier, advertisement identifier, channel identifier, and/orother identifier associated with the content presented on thecontent-presentation device 104.

As another example, the fingerprint-matching server 106 can identify ageographic area (e.g., DMA) of the content-presentation device 104 and,using the first mapping data, map the identified geographic area to thecontent-transmission delay. In practice, content being transmitted fromthe content-modification system 102 to one content-presentation devicein a particular geographic area might have a content-transmission delaysimilar to or approximately the same as content being transmitted fromthe content-modification system 102 to another content-presentationdevice in the same geographic area.

The first mapping data can be generated in various ways. For example,the mappings between the above-noted information andcontent-transmission delays can be entered manually. Additionally oralternatively, the fingerprint-matching server 106 can collect and storethe above-noted information, and then determine content-transmissiondelays between various content-distribution systems andcontent-presentation devices over time and assign each determinedcontent-transmission delay to a respective device identifier, IPaddress, content identifier, geographic area, etc. Other examples arepossible as well. The first mapping data can be created, maintained, andupdated over time to record associations between different types ofinformation, including but not limited to the information describedabove.

Having determined the content-transmission delay between thecontent-distribution system 102 and the content-presentation device 104,the fingerprint-matching server 106 can use at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay.

To facilitate this, for example, the fingerprint-matching server 106 canstore in memory, and/or receive from other devices within or outside ofthe content-modification system 100 that store in memory, mapping data(e.g., a table) that maps each content-transmission delay of a pluralityof content-transmission delays to a respective reference fingerprintdata set. This mapping data is referred to herein as “second mappingdata.” In some examples, the first mapping data can include the secondmapping data. In other examples, the first mapping data and the secondmapping data can be stored at separate locations (e.g., storedseparately within the same computing device or stored remote from eachother in separate computing devices). In either case, any informationincluded in the first mapping data can be mapped to any information inthe second mapping data, and vice versa.

The act of using at least the determined content-transmission delay as abasis to select, from among a plurality of reference fingerprint datasets, a reference fingerprint data set that corresponds with thedetermined content-transmission delay can involve referring to thesecond mapping data to select the reference fingerprint data set thatthe second mapping data maps to the determined content-transmissiondelay. The second mapping data can include the selected referencefingerprint data set or, once the selected reference fingerprint dataset(s) is/are identified, the fingerprint-matching server 106 canretrieve the selected reference fingerprint data set from a database ordatabase partition that stores the selected reference fingerprint dataset. The database or database partition can be a generaldatabase/partition or can be assigned for storing reference fingerprintdata set(s) associated with a particular content-transmission delay.

The second mapping data can be generated in various ways. For example,the mappings between content-transmission delays and referencefingerprint data sets can be entered manually. Additionally oralternatively, the fingerprint-matching server 106 can store a list ofcontent-transmission delays, and then receive reference fingerprint datasets over time and assign each received reference fingerprint data setto a respective content-transmission delay. Other examples are possibleas well. In some implementations, another device of thecontent-modification system 100, different from the fingerprint-matchingserver 106, can generate and/or store the second mapping data. The actof using at least the determined content-transmission delay as a basisto select a reference fingerprint data set that corresponds with thedetermined content-transmission delay can take other forms as well.

In some embodiments, additional information can be stored in memoryand/or included as part of the second mapping data as well. For example,the second mapping data can map each reference fingerprint data set to aparticular channel identifier with which the reference fingerprint dataset is associated. As another example, the second mapping data can mapeach device identifier of a plurality of device identifiers forcontent-presentation devices to historical content consumption data,demographic data, and/or other data that is associated with that deviceidentifier. Thus, the second mapping data can be created, maintained,and updated over time to record associations between different types ofinformation, including but not limited to reference fingerprint datasets, channel identifiers, content-transmission delays, deviceidentifiers for content-presentation devices, historical contentconsumption data, and/or demographic data.

In line with the discussion above, the fingerprint-matching server 106can use additional information as a basis to select the referencefingerprint data set as well, such as historical content consumptiondata, demographic data, and/or other data that is associated with thedevice identifier or other identifying information for thecontent-presentation device 104. In situations where the deviceidentifier of the content-presentation device 104 has been identified,for instance, the fingerprint-matching server 106 can use the deviceidentifier to look up historical content consumption data, demographicdata, and/or other data for the content-presentation device 104.Furthermore, in situations where additional information is used toselect the reference fingerprint data set, the fingerprint-matchingserver 106 can use the determined content-transmission delay and theadditional information as a basis to identify which referencefingerprint data set is associated with both the determinedcontent-transmission delay and the additional information and select theidentified reference fingerprint data set. By way of example, the secondmapping data can map a reference fingerprint data set to a particularcontent-transmission delay and a particular type of content historicallyconsumed by the content-presentation device 104. As another example, thesecond mapping data can map a reference fingerprint data set to aparticular content-transmission delay and a particular DMA of thecontent-presentation device 104. The fingerprint-matching server 106 canuse the additional information to inform which reference fingerprintdata set to select in other ways as well.

As such, additional information, such as historical content consumptiondata for the content-presentation device 104, can be advantageously usedto further refine (e.g., reduce) the amount of reference fingerprintdata sets considered for determining matches and for channelidentification.

After the reference fingerprint data set is selected, thefingerprint-matching server 106 can transmit the selected referencefingerprint data set to the content-presentation device 104. As such,the content-presentation device 104 can then detect a match between thequery fingerprint data and at least a portion of reference fingerprintdata in the selected reference fingerprint data set that thecontent-presentation device 104 receives from the fingerprint-matchingserver 106. The match can be detected in the same or similar way asdescribed above with respect to cold match attempts. Responsive todetecting the match, the content-presentation device 104 can perform anaction. The action can take various forms, including but not limited toactions in connection with other operations described above thatfacilitate the content-presentation device 104 performing acontent-modification operation, such as operations for thecontent-presentation device 104 identifying the channel and/or thecontent-presentation device 104 transmitting an indication of theidentified channel to the fingerprint-matching server 106.

As noted above, the metadata associated with query fingerprint datamight not identify the channel on which the content-presentation device104 is receiving content. Thus, the action that the content-presentationdevice 104 performs can involve identifying the channel. For example, atleast the portion of the reference fingerprint data in the selectedreference fingerprint data set that the content-presentation device 104uses to detect a match can correspond with a channel, and the action caninvolve identifying the channel as being the one on which thecontent-presentation device 104 is receiving content. For instance, thecontent-presentation device 104 can identify the channel based on thechannel identifier metadata associated with the reference fingerprintdata (e.g., the first metadata associated with the first fingerprintdata, which the content-presentation device 104 can receive from thecontent-distribution system 102 and/or the fingerprint-matching server106).

As further noted above, after the content-presentation device 104identifies the channel on which the content-presentation device 104 isreceiving content, the content-presentation device 104 can performadditional acts, such as (i) generating metadata associated with theidentified channel on which the content-presentation device 104 isreceiving the content, (ii) transmitting an indication of the identifiedchannel and the associated metadata (e.g., transmit the indication ofthe identified channel to the fingerprint-matching server 106), and/or(iii) performing a content-modification operation in connection with theidentified content modification opportunity on the identified channel.As such, the act of performing the action in response to detecting thematch can involve performance of any one or more of these actions. Otheractions are possible as well.

In practice, the content-presentation device 104 is likely to transmit,and the fingerprint-matching server 106 is likely receive, many querieswith query fingerprint data. In such situations, thefingerprint-matching server 106 can perform one or more of theoperations described above, as appropriate for each of the many queries,such as directing each such query from the content-presentation device104 to the appropriate reference fingerprint data set for thecontent-transmission delay between the content-presentation device 104and a content-distribution system.

FIG. 5 is a flow chart of an example method 500. At block 502, themethod 500 includes determining a content-transmission delay between acontent-distribution system and a content-presentation device.

At block 504, the method 500 includes using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay.

At block 506, the method 500 includes transmitting to thecontent-presentation device, the selected reference fingerprint data setthat corresponds with the determined content-transmission delay tofacilitate the content-presentation device detecting a match betweenquery fingerprint data representing content received by thecontent-presentation device and at least a portion of referencefingerprint data in the transmitted reference fingerprint data set.

The method 500 and related acts can be performed at least in part by thefingerprint-matching server 106. In some implementations, the method 500and related acts can be performed at least in part by another devicewithin the content-modification system 100.

FIG. 6 is a flow chart of another example method 600. At block 602, themethod 600 includes receiving, by a content-presentation device, areference fingerprint data set that was selected, from among a pluralityof reference fingerprint data sets, at least in part on the basis of thereference fingerprint data set corresponding with a content-transmissiondelay of the content-presentation device.

At block 604, the method 600 includes detecting, by thecontent-presentation device, a match between query fingerprint datarepresenting content received by the content-presentation device and atleast a portion of reference fingerprint data in the received referencefingerprint data set.

At block 606, the method 600 includes responsive to detecting the match,performing, by the content-presentation device, an action.

The method 600 and related acts can be performed at least in part by thecontent-presentation device 104. In some implementations, the method 600and related acts can be performed at least in part by another devicewithin the content-modification system 100.

FIG. 7 is a flow chart of another example method 700. At block 702, themethod 700 includes determining a content-transmission delay between acontent-distribution system and a content-presentation device.

At block 704, the method 700 includes using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay.

At block 706, the method 700 includes transmitting to thecontent-presentation device, the selected reference fingerprint data setthat corresponds with the determined content-transmission delay.

At block 708, the method 700 includes receiving, by thecontent-presentation device, the transmitted reference fingerprint dataset.

At block 710, the method 700 includes detecting, by thecontent-presentation device, a match between query fingerprint datarepresenting content received by the content-presentation device and atleast a portion of reference fingerprint data in the received referencefingerprint data set.

At block 712, the method 700 includes responsive to detecting the match,performing, by the content-presentation device, an action.

Blocks 702-706 of the method 700 and related acts can be performed atleast in part by the fingerprint-matching server 106. In someimplementations, blocks 702-706 of the method 700 and related acts canbe performed at least in part by another device within thecontent-modification system 100.

As discussed above, implementations of the disclosed methods and systemsprovide technological improvements that are particular to computernetworks and computing systems, for example, content-modificationsystems such as content-modification system 100.

Various technological problems can exist in systems configured toproduce and provide content (e.g., targeted content) to end-users, suchas inefficiency and computational complexity. These technologicalproblems can be particularly apparent in content-modification systemswhere numerous content-distribution systems are transmitting largeamounts of video content over long periods of time to numerouscontent-presentation devices, and when it is desired to modify manycontent segments received and presented by these content-presentationdevices. The above-described operations and various implementationsthereof can be integrated into these and other content-modificationsystem environments to wholly or partially solve these and othertechnological problems.

For example, as noted above, implementations of this disclosure improvethe content modification process as a whole by enablingcontent-presentation devices to more quickly identify the channels onwhich the content-presentation devices are receiving content, therebyenabling the content-modification system as a whole to more quicklyidentify and act on content modification opportunities. In practice,operations for modifying and providing content to end-users typicallyoccur within short durations of time (e.g., seconds or less). Thus, thedisclosed operations help make aspects of content modification moreefficient, namely fingerprint matching, channel identification, and,importantly, actions that are performed as a result of fingerprintmatching and channel identification, such as identifying an upcomingcontent modification opportunity and/or preparing thecontent-presentation device to perform a content-modification operationin connection with the upcoming content modification opportunity. Thishelps ensure that such operations are reliably performed in the timedesired, including in large content-modification systems.

As another example, as noted above, because implementations of thisdisclosure can use a content-transmission delay (and perhaps additionalinformation as well) to limit which reference fingerprint data sets areconsidered, these implementations can reduce the amount of memory and/orprocessing power that might be needed by content-presentation devices tostore reference fingerprint data sets, perform fingerprint matching, andidentify channels. By making the fingerprint matching process andsubsequent actions less computationally expensive in this way as well,aspects of content modification can be made even more efficient andreliable.

These and other improvements have been described in detail herein,although the operations described herein are for purposes of example andimplementations of the disclosed methods and systems can provide otherimprovements as well.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method comprising: determining acontent-transmission delay between a content-distribution system and acontent-presentation device; using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay; andtransmitting to the content-presentation device, the selected referencefingerprint data set that corresponds with the determinedcontent-transmission delay to facilitate the content-presentation devicedetecting a match between query fingerprint data representing contentreceived by the content-presentation device and at least a portion ofreference fingerprint data in the transmitted reference fingerprint dataset, wherein the at least a portion of reference fingerprint data in theselected reference fingerprint data set corresponds with a channel, andwherein the content-presentation device detecting the match causes thecontent-presentation device to identify the channel as being the one onwhich the content-presentation device is receiving content.
 2. Themethod of claim 1, wherein determining the content-transmission delaybetween the content-distribution system and the content-presentationdevice comprises determining the content-transmission delay as adifference between a transmission-time stamp of content transmitted bythe content-distribution system and a receipt-time stamp of the samecontent received by the content-presentation device.
 3. The method ofclaim 1, wherein the content-distribution system comprises atelevision-broadcast station.
 4. The method of claim 1, wherein thecontent-presentation device comprises a television set and wherein thecontent received by the content-presentation device comprises videocontent.
 5. The method of claim 1, further comprising: receiving, by thecontent-presentation device, the transmitted reference fingerprint dataset; detecting, by the content-presentation device, a match between thequery fingerprint data and the at least a portion of referencefingerprint data in the received reference fingerprint data set; andresponsive to detecting the match, performing, by thecontent-presentation device, an action.
 6. The method of claim 5,wherein performing the action comprises performing an action thatfacilitates the content-presentation device performing acontent-modification operation.
 7. The method of claim 5, whereinperforming the action comprises identifying the channel as being the oneon which the content-presentation device is receiving content.
 8. Themethod of claim 1, wherein determining the content-transmission delaybetween the content-distribution system and the content-presentationdevice comprises: determining a device identifier of thecontent-presentation device; accessing mapping data that maps each of aplurality of device identifiers of content-presentation devices to arespective content-transmission delay; and using the mapping data as abasis to select the content-transmission delay that the mapping datamaps to the determined device identifier.
 9. The method of claim 1,wherein using at least the determined content-transmission delay as abasis to select, from among the plurality of reference fingerprint datasets, the reference fingerprint data set that corresponds with thedetermined content-transmission delay comprises: accessing mapping datathat maps each content-transmission delay of a plurality ofcontent-transmission delays to a respective reference fingerprint dataset of the plurality of reference fingerprint data sets; and using themapping data as a basis to select the reference fingerprint data setthat the mapping data maps to the determined content-transmission delay.10. The method of claim 9, further comprising: based on historicalcontent consumption data for the content-presentation device,determining a type of content historically received by thecontent-presentation device, wherein the mapping data further maps eachreference fingerprint data set of the plurality of reference fingerprintdata sets to a respective type of content historically received by thecontent-presentation device, and wherein using at least the determinedcontent-transmission delay as a basis to select, from among theplurality of reference fingerprint data sets, the reference fingerprintdata set that corresponds with the determined content-transmission delayfurther comprises using the mapping data to select the referencefingerprint data set that the mapping data maps to the determinedcontent-transmission delay and to the determined type of contenthistorically received by the content-presentation device.
 11. Anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by a processor, causeperformance of a set of operations comprising: determining acontent-transmission delay between a content-distribution system and acontent-presentation device; using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay; andtransmitting to the content-presentation device, the selected referencefingerprint data set that corresponds with the determinedcontent-transmission delay to facilitate the content- presentationdevice detecting a match between query fingerprint data representingcontent received by the content-presentation device and at least aportion of reference fingerprint data in the transmitted referencefingerprint data set, wherein the at least a portion of referencefingerprint data in the selected reference fingerprint data setcorresponds with a channel, and wherein the content-presentation devicedetecting the match causes the content-presentation device to identifythe channel as being the one on which the content-presentation device isreceiving content.
 12. The non-transitory computer-readable storagemedium of claim 11, wherein determining the content-transmission delaybetween the content-distribution system and the content-presentationdevice comprises determining the content-transmission delay as adifference between a transmission-time stamp of content transmitted bythe content-distribution system and a receipt-time stamp of the samecontent received by the content-presentation device.
 13. Thenon-transitory computer-readable storage medium of claim 11, wherein thecontent-presentation device is configured to perform a set of operationscomprising: receiving the transmitted reference fingerprint data set;detecting a match between the query fingerprint data and the at least aportion of reference fingerprint data in the received referencefingerprint data set; and responsive to detecting the match, performingan action.
 14. The non-transitory computer-readable storage medium ofclaim 13, wherein performing the action comprises performing an actionthat facilitates the content-presentation device performing acontent-modification operation in connection with an identified contentmodification opportunity on the identified channel.
 15. Thenon-transitory computer-readable storage medium of claim 14, wherein theprocessor is associated with a fingerprint-matching server, and whereinperforming the action comprises transmitting an indication of theidentified channel to the fingerprint-matching server.
 16. Thenon-transitory computer-readable storage medium of claim 11, wherein thecontent-distribution system comprises a television-broadcast station.17. The non-transitory computer-readable storage medium of claim 11,wherein the content-presentation device comprises a television set andwherein the content received by the content-presentation devicecomprises video content.
 18. A computing system comprising: a processor;and a non-transitory computer-readable storage medium, having storedthereon program instructions that, upon execution by the processor,cause performance of a set of operations comprising: determining acontent-transmission delay between a content-distribution system and acontent-presentation device; using at least the determinedcontent-transmission delay as a basis to select, from among a pluralityof reference fingerprint data sets, a reference fingerprint data setthat corresponds with the determined content-transmission delay; andtransmitting to the content-presentation device, the selected referencefingerprint data set that corresponds with the determinedcontent-transmission delay to facilitate the content-presentation devicedetecting a match between query fingerprint data representing contentreceived by the content-presentation device and at least a portion ofreference fingerprint data in the transmitted reference fingerprint dataset, wherein the at least a portion of reference fingerprint data in theselected refernce fingerprint data set corresponds with a channel, andwherein the content-presentation device detecting the match causes thecontent-presentation device to identify the channel as being the one onwhich the content-presentation device is receiving content.
 19. Thecomputing system of claim 18, wherein determining thecontent-transmission delay between the content-distribution system andthe content-presentation device comprises determining thecontent-transmission delay as a difference between a transmission-timestamp of content transmitted by the content-distribution system and areceipt-time stamp of the same content received by thecontent-presentation device.
 20. The computing system of claim 18,wherein the content-presentation device is configured to perform a setof operations comprising: receiving the transmitted referencefingerprint data set; detecting a match between the query fingerprintdata and the at least a portion of reference fingerprint data in thereceived reference fingerprint data set; and responsive to detecting thematch, performing an action.